What I Lead Generation?: L Ad G N Ration

21/02/2018 Lead Generation: A Complete Guide - Marketo
LAD GNRATION
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Lead Generation
What i Lead Generation?
Lead generation decrie the marketing proce of
timulating and capturing interet in a product or ervice for
the purpoe of developing ale pipeline.
Lead generation often ue digital channel, and ha een
undergoing utantial change in recent ear from the rie
of new online and ocial technique. In particular, the
aundance of information readil availale online ha led to
the rie of the “elf-directed uer” and the emergence of
new technique to develop and qualif potential lead efore
paing them to ale.
Wh i Lead Generation
Important?
The uing proce ha changed, and marketer need to find
new wa to reach uer and get heard through the noie.
Intead of finding cutomer with ma advertiing and email
lat, marketer mut now focu on eing found and learn
to uild continuou relationhip with uer.
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Information Aundance and Attention conomic
With the growth of the internet, the world ha changed from one of information carcit to
one of information aundance. In fact, according to Google chairman ric chmidt “there
wa 5 xate of information created etween the dawn of civilization and 2003, ut that
much information i now created ever two da and the pace i rapidl increaing”.
The prolem i that information aundance equal attention carcit. Thi i known a
attention economic. ocial cientit Herert imon wa the firt peron to dicu thi
concept when he wrote “in an information-rich world, the wealth of information mean a
dearth of omething ele: a carcit of whatever it i that information conume. What
information conume i rather oviou: it conume the attention of it recipient.”
Thi ha tranformed the uing proce. uer are overwhelmed with all the noie and the
are getting etter and etter at ignoring the meage the don’t want to hear and reearching
what the do want to learn aout on their own.
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The New uing Proce
In the old world of information carcit, the concept of “lead generation” meant marketing
found the name of potential uer and paed them to ale. uer expected that the
would have to talk to ale and ale expected to peak to uneducated earl tage uer that
ma not et e qualified. Thi ha all changed. Toda, uer can do their own reearch online
and can find a variet of educational reource through earch engine, ocial media, and
other online channel. Through content reource, toda’ uer can learn a great deal aout
a product or ervice efore ever having to even peak to a ale peron. o uinee mut
make ure that the uild their digital preence.
The chart elow indicate how ignificant thi hift i. oth deciion maker and contriutor
are now going out to find ou v. ou finding them.
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Clearl, there ha een a huge change in the traditional uing proce. In fact, according to
Forreter, uer might e anwhere from two-third to 90% of the wa through their uing
journe efore the even reach the vendor. The reaon thi i happening more and more i
ecaue uer have o much acce to information that the can dela talking to ale until
the are expert themelve.
Creating a olid lead generation trateg will help ou uild trut and capture the interet of
our uer efore the are even read to contact ale.
Additionall, ou don’t want our ale team pending time going down a lit and cold calling.
If ou can generate lead for ale, the proce i eaier and ou will ee more of our lead
eing turned into revenue fater.
Rented Attention v. Owned Attention
Attention carcit i driving a hift from “rented attention” to “owned attention”. Hitoricall,
mot marketing ha een aout renting attention other people have uilt. An example of thi
would e if ou purchaed an ad in a magazine or rented a tradehow ooth. ut in the noi,
crowded market that toda’ uer live in, rented attention ecome le effective a
attention ecome even carcer. Of coure, thi i not an either-or propoition; ou will ideall
ue a mix of rented v. owned attention for our lead generation effort to e affective.
How do ou uild our own attention? The anwer i to ecome a truted advior to our
propect  pulihing and creating valuale content aet and thought leaderhip. That i
the ke to eing ucceful with our lead generation effort in toda’ complex uing
landcape.
Leading Down The Funnel
With the new uer it i important to note that our marketing effort don’t end once a new

lead come into our tem – what we call Top of the Funnel (TOFU) marketing. Man
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companie do a good jo at generating lead, ut the prolem i that mot new lead are not
read to u et. And if a ale rep doe engage and the lead in’t read to talk with them, it
reinforce the notion that marketing ourced lead are not great. A a reult lead get lot,
ignored, or natched up  our competitor.
To prevent thi from happening, good lead generation marketer will invet in lead
nurturing and other Middle of the Funnel (MOFU) technique to uild relationhip and trut—
earning the lead’ uine once he or he i finall read to u. ngage thee lead through
relevant content and make ure that ou get our timing right.
Lead generation ha moved eond impl dicuing TOFU. In order to have a holitic
trateg, MOFU marketing mut e included in all our trategic dicuion to make ure that
ou have a good proce for turning lead into ale.
Lead Generation Reearch
Man marketing department are allocating more udget to
lead generation tactic. Inound marketing pend in particular
ha een growing a companie need to find more creative
wa to get in front of the cutomer and reak through the
noie.
“Life efore Marketo wa like eing in the dark age. Marketo
ha put u into the modern era of marketing and increaed
lead generation  71% ear-over-ear and increaed ale 
18%.” - Doug Wotherpoon, xecutive Director of
Advancement, Algonquin College [ource]
Lead Generation udget Trend
elow i a chart taken from Marketingherpa’ Lead Generation enchmark urve. It i
apparent that man marketer are tarting to increae their lead generation pend greatl,
particularl a it pertain to weite optimization, ocial media, and O.
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CMO Lead Generation Prioritie
Marketingherpa report that for CMO and enior level marketing executive, the top
prioritie are achieving or increaing meaureale ROI and optimizing the ale and marketing
funnel. CMO are looking to increae qualit of lead that their marketing program are
generating.
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igget Lead Generation Challenge
ven though marketing executive report that lead qualit i one of the top prioritie for lead
generation, it i alo one of the igget challenge facing marketer toda. In a recent tud 
IDG, 61% of marketer reported that generating high qualit lead wa prolematic for their
organization.
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The ame tud alo reported that the greatet arrier to entr to qualit lead generation i lack
of reource in taffing, udgeting, or time, and lack of high qualit data to drive campaign.
Mot ffective Lead Generation Tactic
IDG report in it 2 Lead Generation Marketing Trend urve, that the compan weite,
conference and tradehow, and email marketing are the mot effective lead generation
tactic eing ued toda. The leat effective are reported to e direct mail and print advertiing.
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The aic of Lead Generation
Let’ egin  with the definition of a lead. What doe a lead
mean to our compan? Man companie have different
definition depending on their ale ccle, ut tandard
definition i a qualified potential uer who how ome level
of interet in purchaing our product or olution. For the
lead that fill out a form, the often do o in exchange for
ome relevant content or a compelling offer.
You can reak lead generation up into two main categorie:
inound and outound. And a dicued aove, ou need to
make ure that ou keep in mind our nurture and cutomer
retention marketing trategie a part of a holitic trateg.
Inound Marketing
At Marketo, our definition of inound marketing i “the proce of helping potential cutomer
find our compan—often efore the are even looking to make a purchae—and then
turning that earl awarene into rand preference, and ultimatel, into lead and revenue.”
Gone are the da that a marketer onl relied on outound technique like trade how, cold
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calling, and advertiement to get lead. Toda’ uer i in control. According to Forreter,
uer eek out three piece of content aout a vendor for ever one piece ent  a
marketer, and for ever one piece ent  ale. ecaue of uer elf-education, our jo a
a marketer i to e heard through the noie and come up with new wa for lead to find ou.
To e a marketer in toda’ world, ou need a olid grap of inound in order to trul amplif
our lead generation impact.
How do ou do that? You need to create interet  offering a relevant mix of informative and
entertaining content that uild a meaningful relationhip with our audience. And ou have
to make ure that ou are ditriuting our content through all the right channel – where
our uer pend time. Thi ection goe into a it more detail on ome of the common
tactic for inound lead generation.
Content and O
Your content i the foundation of our inound marketing effort. According to Content
Marketing Intitute, content marketing i “a marketing technique of creating and ditriuting
relevant and valuale content to attract, acquire, and engage a clearl defined and undertood
target audience—with the ojective of driving profitale cutomer action”. Think of content a
the fuel to all of our marketing campaign from email to ocial. Create content that i
impactful to our audience and drive haring. Through creating high qualit content, ou can
egin to gain our uer’ trut and tart reaking through the noie.
ecaue earch engine equate high-qualit content with a high-qualit weite, creating
content with value i ver important. Conduct a content audit to ee how man of our aet
fall into the thought leaderhip v. promotional categor. That mean making ure that our
thought leaderhip content ha utance to it. Lot of companie are jumping on the
Product olution Wh Marketo Reource
content andwagon, o do it right: focu on qualit over quantit, and on providing ueful –
not promotional – information.
Compan
Once ou have a good mix of high-value content, including viual content, tart promoting it
on ocial channel. The more engagement ou get, the more Google conider our content
to e of high value, which in turn oot our O ranking. earch engine look for natural
link, o the more informative our content i, the more likel people will link to it naturall.
Weite
Your weite i where the magic happen. Thi i the place where our audience need to
convert. Whether it i encouraging propective uer to ign up for our newletter or fill out
a form for a demo, the ke i to optimize our weite for converting rower into actual
lead. Pa attention to form, Call-to-Action (CTA), laout, deign, and content.
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Your log i a fantatic place to create trut with our uer. Reader can tumle upon our
log from all over the we, o ou want to make ure it i earch-engine optimized.
Rememer that omeone reading the log ma not want to immediatel ign up for a demo,
o highlight the Call-to-Action that ak our reader to ucrie to the log or to follow ou
on ocial channel. A well laid out log will keep our reader intereted, coming ack for
more, and hopefull curiou enough to tart looking at the ret of our ite. Keep our
readerhip up and poition our log a a gatewa to converion.
ocial Media
The increaing popularit of ocial channel ha directl attriuted to information aundance.
Through ocial network, uer have een ale to reearch and learn aout product and
ervice through influencer and peer. Additionall, a profound hift ha taken place
within ocial media channel. Although ocial i till important for randing and generating
uzz, lead generation i ecoming more and more important.  tapping into all the ocial
media channel, from Faceook and Twitter to LinkedIn and Google+, ou can e where our
cutomer are and create that trut.
Outound Marketing
While inound marketing i getting a lot of uzz, a well-rounded marketing mix hould
include oth inound and outound marketing trategie. Inound work for road lead
generation activitie, ut outound i good to amplif our inound effort, and target pecific
opportunitie. o what exactl i outound marketing? It’ uing outound channel to
introduce our meage and content to our propect, tpicall through rented attention,
rather than making our content and meage availaleon our own propertie.
In man cae, outound technique can get omeone to think aout ou even if the haven’t
thought aout ou et, ince man of the method ou ue hould have more of a “wow”
factor to make our compan tand out. Outound communication i often highl targeted,
with a call-to-action that i ver oviou. A a reult, good outound marketing can puh
omeone through the funnel at a fater rate, auming the are cloer to eing read to u.
Inound alone often doe not drive omeone to u. Outound give them that extra nudge
the need to drive a lead down the funnel.
Comining outound and inound can multipl the numer of view ou generate,
dramaticall increae haring, and ultimatel increae the numer of potential cutomer who
ee our content. While our mix ma differ from our, we find that the following outound
tactic work et.
mail Marketing
mail i a cornertone and ke component of ever marketing campaign. Whether ou are

hoting an event, ending out a new piece of content, promoting a new ervice offering, or
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taing in touch with cutomer, email hould e one of our main form of communication.
According to Marketingherpa, the mot ued lead generation tactic i email marketing, with
81% of repondent citing it a the mot effective channel.  putting our content in front of
propect, ou can find people who might not e looking for ou.
Dipla Ad
Dipla ad are tpicall highl targeted to different demographic or ehavioral action. You
can elect where ou want the ad to e een  chooing an online pulication that ou feel
i a place where our lead pend time, or ou can alo leverage re-targeter ad that can
cookie a lead that view our ite. With re-targeter ad, once a peron get cookied, our ad
appear on other ite that he or he viit afterward. Through online ad ou can reach more
of our target audience, educate potential propect, and drive lead. Dipla ad alo erve a
purpoe at ever tage in the funnel—uilding rand and audience at Top of Funnel, educating
and helping evaluation at Mid-Funnel, and increaing converion at ottom of Funnel.
Pa-per-Click Ad
With Pa-per-Click (PPC ) ad ou pa for each click on our ad which i diplaed on a
earch engine uch a Google, Yahoo, or ing, or on a weite. For PPC on earch engine,
our ad how up a ponored reult on the top and ide of the organic earch term. PPC
ad are a terrific wa to draw attention to our latet content or ervice offering. The are alo
highl targeted o the can generate ver high qualit lead. Advertier id on keword
phrae relevant to their target market and our ad will dipla when a keword quer
matche our choen keword lit.
Content ndication
ecaue propective uer won’t alwa end up at our weite a the tart their purchae
journe, it’ important that ou etalih a preence where the ma how up. A great wa to
deliver high-value content to the correct propect i through content ndication – a
content haring trateg that can e ued to promote our whitepaper, article, new
releae, etc. on other weite for greater reach and engagement. Through content
ndication, our content appear on third-part ite and newletter. And ecaue mot
content ndicator deliver lead directl to our inox, it’ a great wa to keep lead coming
in the door.
Direct Mail
You ma think direct mail i a thing of the pat. ut it’ till effective for targeted
communication. Conider a content aet developed for high-level executive. xecutive
don’t uuall rowe the we for information. And it can e hard to get through to them via

email. That mean the ma not come acro the content ou’ve developed with them in
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mind. Thi i where direct mail can prove powerful. You could end a direct mail piece to thi
audience to make them aware of our new, targeted content aet. Direct mail alo give ou
a chance to gra the attention of a hot propect  eing creative and intereting with our
meage and preentation.
vent
Whether ou are hoting a mall private function, a large-cale international tradehow, or an
executive-level weinar, event marketing need to e an integral part of the lead generation
mix. After all, event are a critical component of an outound marketing trateg. entiall,
event offer ou the chance to define our rand, clarif the olution ou provide, and
etalih peronal connection with participant. And while the provide ou with an
invaluale opportunit to engage with propect and cutomer, event alo give attendee
the chance to interact with each other. A ever marketer know, there i no etter advertiing
than the direct word of a atified cutomer. vent alo provide a venue to deliver peeche
and content that conve our compan’ thought leaderhip and raie our perception in the
ee of uer. Compared to other marketing tactic, event are more likel to quickl turn a
propect into a trong lead. A a livel, interactive, educational forum, event poition our
uine a a truted leader in a field of man.
ale Development Rep
ale Development rep (DR), alo often called Inide ale or Lead Qualification rep, are
focued on one thing: reviewing, contacting, and qualifing marketing-generated lead and
delivering them to ale Account xecutive. impl put, DR team pa the aton from
Marketing to ale. Wh do it thi wa? ecaue ou want to make ure ever ingle lead
Marketing pae to our ale team i a qualified a poile. Your DR hould take the time
to help each and ever lead, offer them value, make a poitive impreion, create future
demand, and ecome a truted advior. Thi tep i critical in the lead generation proce
ecaue ou don’t want to treat our lead a lank face to e impl quetioned, qualified,
and harveted.
Middle of the Funnel (MOFU)
The elf-directed uer’ hield are up, and the are ignoring our meage. Developing a
relationhip to cut through the noie i critical. Not all lead that go to ale are read to u,
o ou have to make ure that ou have in place a olid lead nurturing trateg to continue to
uild awarene and affinit for our rand while our propect i elf-educating. Through
paing attention to our MOFU effort through tactic uch a lead nurturing, ou can
continue to have a relevant converation with propect long after our lead generation
effort.
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Lead nurturing alo increae lead to opportunit converion rate, drive more revenue, and
horten the ale ccle. It i aout finding the right uer at the right time. Lead generation
ring uer into the funnel, ut lead nurturing and coring end them to ale o that our
ale team can cloe the deal at the right time. In fact, according to Marketingherpa’ Lead
Generation enchmark report, companie who leverage lead nurturing ee a 45% lift in lead
generation over thoe companie who do not ue lead nurturing.
Lead coring
Lead coring i a hared ale and marketing methodolog for
ranking lead in order to determine their ale-readine. You
core lead aed on the interet the how in our uine,
their current in the uing ccle, and their fit in regard to
our uine. Lead coring help companie know whether
propect need to e fat-tracked to ale or developed with
lead nurturing. Lead coring i eential to trengthening our

revenue ccle, effectivel drive more ROI, and align ale and
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marketing.
Common Lead Generation
Metric
The et marketing program have intentional meaurement
trategie planned in advance. o a part of the planning
proce ak ourelf thee quetion: What will ou meaure?
When will ou meaure? How will ou meaure?
Here are ome aic lead generation metric that man companie track a part of their lead
generation effort:
• Marketing % of contriution to ale pipeline: The % of revenue in the ale pipeline
(opportunitie) that originated from marketing effort
• Marketing % of contriution to cloed revenue: The % of revenue in cloed won deal
that originated from marketing effort
• Quantit of ale Qualified Lead: The amount of QL ent over to our ale team
• Qualit of QL: The % of QL not rejected  ale
• Cot per inquir: Total lead acquiition cot/ the total numer of inquirie
• Cot per lead: Total campaign cot/quantit of lead
• Inquir to Marketing Qualified Lead (MQL): Converion of initial inquir to Marketing
Qualified Lead
• MQL to ale Accepted Lead (AL): Converion from MQL to ale Accepted Lead
• AL to ale Qualified Lead (QL): Converion from AL to ale Qualified Lead
• QL to Opportunit: Converion from QL to Opportunit
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ee how ou can increae effectivene acro all uine
function  generating more qualified lead, amplifing ale
pipeline velocit, and improving ale and marketing
alignment through leveraging lead generation oftware.
“Marketo' uailit and functionalit i o uperior to other product. Thi ha allowed the
ale force go from jut lindl 'miling and dialing,' to intelligentl targeting the hottet lead
and a a reult, cloing more uine.” - Lorena Harri, Vice-Preident of Corporate
Marketing, Vantiv [ource]
Acce the top lead generation tool and reource in our Lead Generation ucce
Center and tart increaing the numer, and qualit, of lead ou pa to ale.
Additional Reource:
• http://en.wikipedia.org/wiki/Lead_generation
• http://www.ehow.com/aout_4677172_what-lead-generation.html
• http://www.lenkold.com/content/LeadGenROI_2012.html
• http://marketing.aout.com/c/targetmarketing/a/leadgeneration.htm
• http://www.entrepreneur.com/topic/lead-generation
• http://www.marketingprof.com/topic/all/lead-generation
• http://www.inc.com/lead-generation
• http://log.kimetric.com/lead-generating-weite/
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What I Lead Generation?: L Ad G N Ration

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21/02/2018 Lead Generation: A Complete Guide - Marketo

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